Using Segmentation and Data Management to Improve the Sales + Marketing Relationship for Better Lead Generation
If you’ve done much research into big data marketing, you’ve likely at least stumbled across the concept of segmentation. What is data segmentation? Segmentation is the act of separating your customer and/or lead data into groups according to their shared properties. For example, you can segment customers based on their annual revenue or perhaps their geographic location or even the frequency at which they tend to make purchases. Once you separate (segment) customers into groups, you can then target these groups for better lead generation and sales conversions.
Splitting Data Into Segments
The beauty of segmentation is that you can segment customer data based on as many conditions as you like. For instance, you can create a segment of customers in the Midwest that spend more than $100,000 per year on software and employ more than 100 people. Or, you can segment only those with titles of CFO and a master’s degree or higher. There is no limit to how narrowly you define the segments, and the narrower the segments are the more targeted your communications and messaging can be. Just make sure that your segments are:
• Well identified and defined
• You have a means by which to reach that particular segment (such as an email list or a group of blogs they typically follow)
• The segment is substantial enough to justify your efforts to target them specifically
• The group is unique enough to justify a segment.
Introducing the Right Products to the Right People
Once you have segmented your consumer data, it will become clear which groups are most interested in which products. For example, some of your products might be priced out of the range of small businesses, so you can promote that particular line to companies with higher revenues. The more data you have on your customer base, the easier it will be to match product lines with potential leads and buyers.
Introducing the Right Content to the Right People
What messages best reach companies with higher annual revenue? It could be your blog posts, or perhaps your targeted emails, or even your nifty infographics. With segmentation, you can create content that speaks to the exact group you need to target with your messaging.
Introducing Offers at the Right Times
When are leads most likely to turn into customers? Segmentation allows you to pinpoint things like when the customer is most likely to make a purchase decision so that you can send out that email offer or target them with a banner ad at precisely the time they could most use it. Sometimes when you toss the bait is more important than the bait you choose to use.
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